In commemoration of National Arson Awareness Week, May 2-8, the Las Cruces Fire Department is shedding light on a 7-year-old case that has yet to be solved.
On June 25, 2014, someone entered The Gen – at the time, a popular alternative fashion boutique at 1200 west Picacho Ave. – and set fire to the store. Las Cruces firefighters responded to the business shortly after 11 p.m. that day and had the fire contained within about 20 minutes.
Unfortunately, the fire caused an estimated $500,000 in damage to the building and its contents.
Las Cruces fire and police investigators believe the arsonist, possibly a man, entered The Gen at about 11 p.m. that evening. The suspect, wearing white Tyvek-type coveralls like those typically worn by painters and laboratory workers, was seen on a surveillance camera walking through the building and toward a back room where the fire is believed to have originated.
Las Cruces Dona Ana County Crime Stoppers is offering a cash reward up to $1,000 for information that helps identify the suspect believed responsible for setting fire to The Gen. Anyone with information on this incident is asked to call Las Cruces fire investigators at (575) 526-0795. Tips can be provided anonymously by calling Las Cruces Crime Stoppers at 1-800-222-8477. Tips can also be provided through the Las Cruces Crime Stoppers app, “P3 TIPS.” The app is available through the App Store on most devices.
National Arson Awareness Week is held the first full week of May each year. The Las Cruces Fire Department investigated 15 arson fires in fiscal year 2019-2020. So far in fiscal year 2020-2021, that ends June 30, LCFD has investigated 15 fires that are believed to be the result of arson.